how does television influence consumer socialization?

Question

emphasis on consumer socialization

Answer 1

Consumer socialization is the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers. Therefore, your question in essence is what does television do in order to create our shopping mentality.

Through television, we have learned new behaviors as the result of perceived needs. NIKE and Lexus went from being percieved as luxury items to needed items through advertising. Men now must have big screen TVs, and women must want to constantly buy shoes. This was all done through advertising.

Also, the way in which we buy products has changed. For example, there is a new Capitol 1 commercial that shows a woman walking down the street impulsively buying on credit, and receiving a feeling that the end result is: Priceless.

Skills and knowledge have changed through the use of television advertising immediate communication and awareness. Many insurance companies advertise their internet sites online which can be used to raise awareness. They are not alone. With the instant communication age, we advertise the necessity of consumer awareness.

In addition to immediate obvious advertising, there is also the influence in television shows. Take the evening news, which often focuses on consumer awareness. Take comedies which show various brands of soda used in a household, implying that everyone worthwhile drinks that brand. Take dramas which show women crying into Ben and Jerry's after the tearful breakup. Our needs and wants have changed. We no longer decide for ourselves that we want products or how we want them. Instead, we allow television to teach us, since after all, if it's on television, then everyone must be doing it, and it must be true.

Answer 2

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